The global fashion industry is transforming traditional summer destinations through the innovative "fashion beach club" concept, launching in 2025. Leading international design brands are creating limited pop-up locations, turning prestigious resort areas into epicenters of style and aesthetic experience.
Among the most attractive projects are stylish partnerships that transform seashores. The French brand Jacquemus presents an impressive yellow banana installation at Monte Carlo Beach, combined with curated boutique spaces. The luxury brand Loro Piana chooses La Réserve à La Plage in Saint-Tropez, demonstrating minimalist design with Venetian aesthetic accents.
Additional impressive locations include Dior's collaboration with Il Riccio on Capri Island, Burberry's experimental space at The Standard in Ibiza, and Zeus+Dione near the Athens resort of Vouliagmeni. These designer interventions transform international resorts into fashion scenes, combining architectural innovation, positioned events, and luxurious aesthetic experiences.